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Customer Buying Behavior in the Restaurant Industry: Examining the Model in Fast Food Industry Perspective

Shahid Zafar, Mehtab Ghazi and Waqas Akram
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Shahid Zafar: University of Gujrat, Pakistan.
Mehtab Ghazi: University of Gujrat, Pakistan.
Waqas Akram: University of Gujrat, Pakistan.

International Journal of Economics and Empirical Research (IJEER), 2016, vol. 4, issue 6, 299-306

Abstract: Purpose: The consumer buying behavior is process of purchasing using and disposing of product and ultimate these factor effect the individual consumer behavior like income, buying habit, marketing activities, personality and education. The purpose of study to identify what factor that influence the customer buying behavior and why people change restaurant on desire and what type of variables that affect the selection of individuals. Methodology: Gujrat city selected as a sample to collect the data and the respondent are the different people who comes there individually and with family in fast food shops and restaurants. Data collect from restaurants according to the availability in Gujrat like, mirch masala, Bhaiya Pizza and from different shops in food street. Findings: Correlation test help to understand the relationship for finding of results while taking as dependent variable and independent variable income, buying, habit personality, marketing activities and education. Recommendations: The current study opens up new insights for policy makers.

Keywords: Customer buying; Restaurant industry; Fast food (search for similar items in EconPapers)
JEL-codes: D1 (search for similar items in EconPapers)
Date: 2016
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